Before social media and our era of an online-oriented society, word-of-mouth was the way of sharing information. We can consider it the original form of marketing and advertising. Even today, word-of-mouth (also known as referrals) remains a powerful method to grow your business. Businesses should have a word-of-mouth strategy built into their overall business marketing strategy.

In an age of media bombardment coming at consumers from all directions, many people doubt advertisements and the benefits they claim. However, recommendations, advice, and referrals from those close to us are much more likely to be considered, trusted, and acted upon.

That’s why it’s important to focus on word-of-mouth mode of advertising to get your message out there and bring in new customers. Best of all, it can be free! As word-of-mouth simply relies on your existing customers sharing their experience with friends and family, it’s a cost-effective strategy. Even when offering incentives or referral bonuses it can still be a cheaper alternative to other advertising approaches.

Here are some ways to grow your business by word-of-mouth.

A client testimonial speaks volumes about your service. Oftentimes a consumer’s first step in finding a new service provider or product is conducting online research which includes reading reviews from other users. Reviews help reassure potential clients of your service, performance, and quality.

Collect testimonials from satisfied customers and create a section on your website to showcase them. These testimonials build your brand as being trustworthy and give buyers confidence. Remember also to share them on social media so they can get an extra visibility boost.

Besides Google and Yelp, a potential client is likely to check a business’s social media channels when deciding whether to buy or not. Having a social media presence allows businesses to build their brand reputation by providing industry insights and sharing customer reviews.

The purpose of social media is really to build a community. You do this by engaging with your audience and replying to direct messages and comments. Be active on the platforms your target audience is most likely using.

Social media may also allow a user to share negative feedback. Take this as an opportunity and respond in a timely and positive manner so others can see your effort and willingness to correct a customer issue. When turning negative comments around into benefits for your brand, ensure every interaction is polite and efficient.

You can also promote user-generated content, which is content created by other users that mention your business in their own posts or story. You can then repurpose this content on your own pages. Have a unique hashtag to track any posts in which you have been mentioned. Connecting with influencers who have a powerful presence on social media can be very valuable if they share your content or give a product review. It can be a time-saving approach to advertising since they are creating the content and providing you with publicity.

Whenever you engage in community outreach or charitable efforts, don’t be shy to give your business a little positive publicity which can improve your company’s reputation.

Lastly, encourage your customers to like or follow your pages so they can stay updated on any news or promotions you are offering.

You can encourage your clients to share your business with an incentive. Whether that’s to write you a review on Google or Yelp or by creating a referral program where your customer brings in a new client, a little incentive adds value and can sweeten the likelihood of word of mouth.

A simple discount or free gift in exchange for an online review or solid lead can work wonders. Remember that your clients won’t refer to your business unless they are happy with your service. Treat every customer appropriately with courtesy and respect because you never know how much business can be brought in by word of mouth. Utilize social media to run a contest or special promotion to encourage new followers or shares.

Customers can’t help but share with others when a business does something right, offers a unique experience, or goes above and beyond expectations. Big bank customers are often disappointed by the lack of service and ability to see the whole banking relationship when considering lending decisions. Smaller community banks are more likely to excel in both of these areas because they often offer in-house financing and can be more flexible with guidelines. This extra level of service is one of the big differences between small businesses and larger company competitors. Individualized service, just like word-of-mouth, is personal. Being transparent helps build long-term relationships.

Make it easy for your business to be reachable by answering your business phone in a timely manner, making contact information accessible on your website, and responding to emails or social media direct messages.

Capitalize on this trust from which you built your client relationship and ask for a referral. When you see you’ve made a customer’s day by providing that outstanding, genuine service, don’t delay asking for the referral; take advantage of the moment and ask your customer then if they would write you a review or refer your business to an acquaintance. Always be friendly and personable and remember to thank your customers for their continued patronage.

Offer workshops, educational seminars, or lessons to provide customers with problem-solving tips that could make you an expert and go-to resource for your clients. Utilize social media to create a series of content you want to share with your audience. A blog is a great way to share guides, how-to’s, and helpful infographics for your industry. A business blog is also an easy part to outsource if your company has the budget.

As an industry leader, share what makes your business unique. Has your business been around for decades? Is it veteran or woman-owned? Are your products sustainable? Promote these special aspects of your business to stand out among your competitors.